Dissemination and utilization of market information system by farmers for gram crop in Bhiwani district of Haryana, India

Int.J.Curr.Microbiol.App.Sci (2017) 6(4): 58-65

International Journal of Current Microbiology and Applied Sciences
ISSN: 2319-7706 Volume 6 Number 4 (2017) pp. 58-65
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Original Research Article

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Dissemination and Utilization of Market Information System by Farmers for
Gram Crop in Bhiwani District of Haryana, India
Veer Sain*, K.K. Kundu and V.P. Mehta
Department of Agricultural Economics, Choudhary Charan Singh Haryana Agricultural
University, Hisar -123005, India
*Corresponding author
ABSTRACT

Keywords
Marketing
Information System,
Regulated market,
Farmers, Bhiwani.

Article Info
Accepted:
02 March 2017
Available Online:
10 April 2017

Gram is a suitable crop in Bhiwani district of Haryana covering Siwani and Tosham
Blocks were selected purposively on the basis of maximum production under gram crop.

Further, Bhiwani, Dadri, Siwani and Tosham markets were selected for the market study.
Finally, 60 farmers were randomly selected from these two blocks of Bhiwani district were
randomly selected. From the findings of the research study in Bhiwani district farmers,
awareness on prices and arrivals in other market were of I-Rank and II-Rank and
awareness on price in reference and arrival in reference market was III-Rank and IV-Rank.
Contacts in other markets and fellow traders formed major sources of market information
in Bhiwani district. The daily prices were compiled manually and written on the notices
board for the use of the farmers visiting the market. The information is disseminated
through various media like neighbors, newspapers, relatives etc. About 85.0% of farmers
expressed that market information was not available in required form in Bhiwani district.
Farmers have also faced difficulty on accessibility aspects (73.3%).

Introduction
intelligence system is a set of procedures and
sources used by managers to obtain their
everyday information about pertinent
developments in the marketing environment
(Kotler and Armstrong, 2010). In addition
study indicated that the illiteracy levels of
farmers coupled with limited access or no
access to electronic devices, led to
unawareness of modern electronic devices
which are more accurate and with in less time
help in marketing process than traditional
means of methods/measurements. The use of
electronics devices in the markets could only
reduce the marketing. The electronic
balance/scale, electronic display and use of

Marketing Information Systems as an

interacting structure of people, equipments
and procedures to gather sort, analyze,
evaluate and distribute, timely and accurate
information for use by marketing decision
makers to improve their marketing planning,
implementation, and control. Marketing
Information System has four parts, which are
Internal Records, Marketing Intelligence,
Marketing Research, and Marketing Decision
Support System (MDSS). Internal records are
the most used information in all the
companies around the world such as reports
of orders, sales, prices, costs, inventory levels,
receivables, payables and so on. Market
58


Int.J.Curr.Microbiol.App.Sci (2017) 6(4): 58-65

computers for tendering were the only few
electronic devices used in the regulated
markets. Further, selling operation time had
reduced considerably in these markets due to
the use of e-balance and the e-tendering
process. The study also points out that the
payments to the farmers were made between 1
and 15 days in all the markets. Thus, these
electronic equipments had no direct impact on
the price mechanism but alleviated the buying
and selling processes. Hence, the study

suggests that there is an immediate need to
introduce/put to use the electronic display
boards, TV display in these markets for the
benefit of farmers (Amrutha et al., 2015).

thousand tonnes and productivity of 646
kg/ha during 2014-15.
The specific objectives of this study are to
study the existing market information system
for Gram crop of Bhiwani in Haryana and
also to study the pattern and extent of
dissemination and utilization of existing
formal information by stakeholders, and to
identify the constraints in the existing formal
information system and suggest alternatives.
Materials and Methods

Pulses include a number of crops which are
mostly leguminous and provide much needed
vegetable proteins to a largely vegetarian
population of India. They serve as excellent
forage and grain concentrates in the feed of
cattle. Pulses have the capacity to fix
atmospheric nitrogen in the soil and are
normally rotated with other crops to maintain
or restore soil fertility. Though gram and tur
(arhar) are the more important pulses, several
other pulses such as urd (blackgram), mung
(greengram),
masur

(lentil),
kulthi
(horsegram), matar (peas), khesri and moth
are also grown. It can be grown in a wide
range of climatic conditions but it prefers
mild cool and comparatively dry climate with
20°-25°C temperature and 40-50 cm rainfall.
It is cultivated as pure or mixed with wheat,
barley, linseed or mustard. In Haryana, Hisar,
Sirsa, Rohtak, Mahendergarh, Gurgaon, Jind,
Kaithal and Karnal districts are the main
producers.

The present study has been carried out on the
basis of primary sources were collected by
personnel interview method by using pretested structured schedule prepared for the
purpose. Bhiwani district was purposively
selected due to maximum production under
Gram. In Bhiwani district two blocks (Siwani
and Tosham) were selected due to the
maximum area. From Bhiwani district four
regulated markets were selected due to
maximum arrivals of Bhiwani. From two
blocks four villages (MIS Adopters and NonAdopters) was randomly selected. Interview
method was developed to get complete and
reliable information with the help of wellstructured schedule. To study the sources of
agriculture market information and their
utilization among the 60 farmers from village
were selected for the study based on random
sampling technique. To understand the market

information
system
for
agricultural
commodities, farmers, tabular analysis with
simple averages, percentages etc. were
computed.

The bulk of gram in Maharashtra comes from
Usmanabad,
Ahmednagar,
Aurangabad,
Nashik, Solapur, Parbham and Beed districts
and small quantity is also produced in Bihar,
Gujarat, Karnataka Andhra Pradesh and
Punjab. Gram was grown, currently, in an
area of 55 thousand ha, with production of 42

The find out nature, extent, sources and
utilization of the market information system
by farmers, tabular analysis with simple
averages, percentages etc. were computed.
The farmers response was scored giving a
weight of 3 for ‘always’, 2 for ‘sometime’, 1
for ‘rarely’ and 1 for ‘yes’ and 0 for ‘No’.
59


Int.J.Curr.Microbiol.App.Sci (2017) 6(4): 58-65

board/Ticker board (50.0%) in Bhiwani
district of villages at the market level (Table
3). Similar findings were also reported by
Amrutha and Hugar (2009).

Farmers awareness on agricultural market
information system in Bhiwani district of
Haryana
Awareness of farmers

Pattern of
information

Table 1 indicated the awareness of the sample
farmers on different components of market
information. In Bhiwani district of farmers,
the awareness on prices in other markets was
found to be I-Rank and awareness on arrivals
in other markets was II-Rank MIS Adopters
in Bhiwani district of markets. However,
arrivals in reference market were III-Rank
and prices in reference market were IV Rank.
It is interesting to note that Bhiwani district of
Gram farmers was aware of either area,
production, quality of produce to particular
crops. It is worth noting but similar pattern
follows, Bhiwani district of farmers were
aware of parameters like area sown V Rank
and quality/grade of produce VI-Rank.
Similar findings were also reported by Hatai

and Panda (2015).

dissemination

of

market

Mode and frequency of dissemination
The markets resorted to different modes of
dissemination of the market information in all
the four markets of Bhiwani district. The
market information was transmitted through
notice boards, announcements in market
yards, fax, phone, AIR, television and
newspapers (Table 4).
The market information was disseminated
daily to the District Information Officer, AIR,
newspaper, television, internet and District
Statistical Officer. Whereas, it was
transmitted to Haryana State Agriculture
Marketing Board (HSAMB) on the weekly,
monthly and annual basis, similarly, the
market information was also sent to
Gram/Zilla Panchayat, Agriculture Research
Station and Deputy Commissioner once in a
year in the form of annual reports (Table 5).
Similar findings were also reported by
Amrutha and Hugar (2009).

Sources of market information of farmers
Table 2 showed that the sources of market
information at village level on arrival
information indicated that Neighbors and
newspapers (I Rank) and (II Rank) were the
general sources of market information of
Bhiwani district of village farmers. Whereas
Relatives and Television (III Rank) and (IV
Rank) in Bhiwani district of villages formed
the sources of market information. Neighbor’s
formed the major source of market
information in Bhiwani district of Villages.
The institutional agencies like Gram
Panchayat, co-operative credit society and
SHG’s did
provide labor’s market
information. However, Krishi Vigyan
Kendra’s (KVKs) were part of market
information to farmers at village level.
Commission agents are the most sought after
market
information
sources
(70.0%),
Announcement by APMC (63.3%), Display

Utilization by farmers
The table 6 indicated the extent of market
information utilized by Bhiwani district of
farmers in decision making. It can be clearly

seen that making use of market information
on arrivals in decision making on various
aspects of farming. However, about 93.3%
used the information in deciding the crops to
be sown. In case of post harvest technique
majority was drying (96.7%) in Bhiwani
district of farmers. Another case in selling
decision majority was when to sell (90.0%) in
Bhiwani district of farmers.
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Int.J.Curr.Microbiol.App.Sci (2017) 6(4): 58-65

Table.1 Farmers awareness on regulated market information for gram in Bhiwani district of Haryana
n= 60
S.
No.

Type of market information

1
2
3
4
5
6

Arrivals in other market (Bhiwani and Dadri)
Arrivals in reference market (Tosham and Siwani)

Prices in other market (Bhiwani and Dadri)
Prices in reference market (Tosham and Siwani)
Area under crops
Grade/Standard required

Always
Response Score
33 (55.0)
99
28 (46.7)
84
37 (61.7)
111
27 (45.0)
81
21 (35.0)
63
0 (0.0)
0

Degree of Awareness
Sometime
Rarely
Response Score Response Score
26 (43.3)
52
1 (1.7)
1
32 (53.3)
64

0 (0.0)
0
20 (33.3)
40
3 (5.0)
3
33 (55.0)
66
0 (0.0)
0
28 (46.7)
56
11 (18.3)
11
0 (0.0)
0
0 (0.0)
0

Total
score
152
148
154
147
130
0.0

Ran
k

II
III
I
IV
V
VI

Figure in the parentheses indicate percentage to total

Table.2 Farmers sources of market information at village level in Bhiwani district of Haryana
n=60
S. No. Sources

1
2
3
4
5
6
7
8
9
10
11

Always
Response
Score
Newspaper
31 (51.7)

93
Television
24 (40.0)
72
Radio
21 (35.0)
63
Gram Panchayat
3 (5.0)
9
Neighbors
32 (53.3)
96
Relatives
29 (48.3)
87
Cooperative credit society 19 (31.7)
57
SHGS
13 (21.7)
39
KVKs
16 (26.7)
48
Magazine
10 (16.7)
30
Internet
11 (18.3)
33

Degree of Awareness
Sometime
Rarely
Response
Score
Response
Score
27 (45.0)
54
2 (3.3)
2
23 (38.3)
46
13 (21.7)
13
19 (31.7)
38
20 (33.3)
20
9 (15.0)
18
48 (80.0)
48
28 (46.7)
56
0 (00.0)
0
23 (38.3)
46

8 (13.3)
8
20 (33.3)
40
21 (35.0)
21
15 (25.0)
30
32 (53.3)
32
18 (30.0)
36
26 (43.3)
26
18 (30.0)
36
32 (53.3)
32
12 (20.0)
24
37 (61.7)
37

61

Total score Rank
149
131
121
60

152
141
118
101
110
98
94

II
IV
V
XI
I
III
VI
VII
V
VIII
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Int.J.Curr.Microbiol.App.Sci (2017) 6(4): 58-65

Table.3 Farmers sources of market information at market level in Bhiwani district of Haryana
n=60
S. No. Source of market information No. Percentage
1
Commission Agents
42
70.0

2
Announcement by APMC
38
63.3
3
Display boards/
30
50.0
Ticker Boards
4
Input dealer
26
43.3

Table.4 Dissemination of market information in Bhiwani district markets of Haryana
n=4
S.
Mode of
Score
Percentage
No.
dissemination
1
Notices board
4
100.0
2
Announcement
4
100.0

3
Fax
4
100.0
4
Telephone
4
100.0
5
Internet
4
100.0
6
AIR
4
100.0
7
Television
4
100.0
8
Posts
4
100.0
9
Newspaper
4
100.0
Table.5 Distribution of market information to different agencies in Bhiwani district
markets of Haryana

n=4
Score
Percentage
S.
Mode of dissemination
No.
1
State Agricultural
4
100.0
Marketing Board
2
Department of
4
100.0
Agriculture
3
District Statistical Offices
4
100.0
4
Research Station
4
100.0
5
Newspapers
4
100.0
6
Gram Panchayat

2
50.0

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Int.J.Curr.Microbiol.App.Sci (2017) 6(4): 58-65

Table.6 Extent of Market Information utilization by farmers in Bhiwani district of Haryana
n=60
Arrival and Price in reference
market
S. No.
Nature/Types of decision
No.
Percenta
ge
1
Production decisions
I
Crops to be sown
56
93.3
II
Area to be sown
21
35.0
2
Selling decisions
I

When to sell
54
90.0
II
Where to sell
51
85.0
III
Whom to sell
46
76.7
IV
Quantity to sell
40
66.7
3
Post harvest handling decisions
I
Drying
58
96.7
II
Bagging
42
70.0
III
Transportation
48
80.0
Table.7 Benefits derived from market information by farmers in Bhiwani district of Haryana

n=60
S. No. Types of Benefits
No. Percentage
1
By changing place of sale
38
63.3
2
Changing time of sale
30
50.0
3
Drying of produce
40
66.7
4
By storage
26
43.3
5
By change of mode of transportation 26
43.3
6
By better mode of packaging
24
40.0
Table.8 Constraints as perceived by farmers in existing Agriculture Marketing Information’s of
Bhiwani district of Haryana
n=60
S.

Constraints
No.
Percentage
No.
1
Accessibility
44
73.3
2
Costly
6
10.0
3
Non- availability in time
30
50.0
4
Non-availability of required information on price/ price in other
34
56.7
markets/ arrival/ area/ production
5
Non-availability of information in required form
51
85.0
6
Face to high transportation costs
43
71.7
7

Better Marketing facilities and warehousing facilities
26
43.3

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Int.J.Curr.Microbiol.App.Sci (2017) 6(4): 58-65

In case of where to sell (85.0%) in Bhiwani
district used the information on market
arrivals, respectively. Similar findings were
also reported by Hatai and Panda (2015).

district of Haryana, awareness of farmers on
different components of market information
was not very bad in Bhiwani district. None of
the selected district farmers was aware of
either area, production, quality of produce or
scientific post harvest handling of the
produce. Unlike farmers were aware of
information on these aspects besides details of
the produce in Bhiwani district markets.

Benefits derived from market information
by farmers
Table 7, indicated that the benefits from
Ambala district of farmers have derived as per
their opinion by utilizing market information.
It revealed that farmers were benefited and

obtained higher price by utilizing the market
information’s system. In case of Ambala
district of farmers, the market information
was used in deciding to drying of producers
(76.7%), change of place of sale (70.0%),
change of time of sale (60.0%) and by storage
(46.7%). Similar findings were also reported
by Hatai and Panda (2015).

Farmer’s sources of market information at
village level, neighbors and newspapers were
the main source of market information to the
farmers whereas, commission agents were the
most sought source at the market level. Some
of the Bhiwani district farmers also relied on
magazines and internet as their sources of
market information. Besides a very few
farmers also depended on the announcements
and display boards at the market. Contacts in
other markets and fellow traders were the
major source of the market information to the
traders of selected district markets. The
modes of dissemination of market information
were the traditional announcements, display
boards, transmission through television and
newspapers of Bhiwani district markets.

Constraints, expectations and suggestions
of stakeholder on market information’s
Constraints faced by farmers

The constraints as perceived by traders in the
existing market information are presented in
table 8. About (85.0%) of farmers expressed
that market information was not available in
required form in Bhiwani district. Farmers
were also faced difficulty on accessibility
aspects (73.3%), followed by high
transportation cost aspect (71.7%), followed
by non-availability of required information on
price/prices in other markets/ production
aspect (56.7%), followed by better marketing
facilities and warehousing facilities aspect
(43.3%), followed by Non-availability in time
aspect (50.0%) in Bhiwani district. Similar
findings were also reported by Sankar and
Singh (2014)

The utility of market information was low
among the farmers. The benefits derived in
the form of higher price by farmers were
significant of Bhiwani district markets. Non
availability of real information on prices was
the major constraint as opined by farmers.
The markets were facing the constraint of
inadequate personnel of Bhiwani district
markets. The MIS should be deliver fast,
reliable and accurate information in a user
friendly manner for utilization by the farmers
and other stakeholders in order to facilitate
the farmers to decide what and when make

crop and marketing planning, how to
cultivate, when and how to harvest, what post
harvest management practices to follow,
when, where, how to sell etc. of the
agricultural produce in the study area.

It is concluded based on following finding of
the study for improving the agricultural
marketing information system in Bhiwani
64


Int.J.Curr.Microbiol.App.Sci (2017) 6(4): 58-65

Marketing Information System: A Case
Study of Traders in Meghalaya.
Economic Affairs, 60(2): 263-271.
Kotler, P. and Armstrong, G. 2010. Principle
of Marketing, 13th edition, New Jersey,
Prentice Hall International.
Kotler, P. and Keller, K. 2012. Marketing
Management, 14th edition, Englewood
Cliffs NJ, Prentice Hall International.
Sankar, M.S. and Singh, A. 2014.
Agricultural
Produce
Market
Committee (APMC) Act in Uttarakhand
and its impact on agribusiness. Int. J.
Marketing and Technol., 4(4): 189-203.

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How to cite this article:

Veer Sain, K.K. Kundu and Mehta, V.P. 2017. Dissemination and utilization of Market
Information System by farmers for Gram crop in Bhiwani district of Haryana, India.
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